‘Fly me to the New’ is the name of Jelmoli’s first campaign in 2020. The campaign symbol is a butterfly because it shows how the premium department store wants to start the new year: with the ease of a butterfly, exploring new brands and stories. Customers can get inspired by the new beauties of products. In addition to many new products and brands, FLY ME TO THE NEW is also intended to herald the beginning of 2020, a year so important for Jelmoli – with the first expansion in Zurich Airport after more than 20 years and important milestones in digitalization.

The butterflies also symbolise the motto "fit": Experience the transformation with ease. The campaign is displayed on all touchpoints: in the shop windows, at the POS and on our online platforms. Inside, one of the highlights is an Instagram spot. A local graffiti artist sprayed a butterfly on the wall during the opening hours, in front of which customers can photograph themselves as a butterfly. If they post the image under the hashtag #jelmoli, they get the chance to win shopping vouchers.